Marketing to Millennials

Marketing to Millennials

smartphonesMarketing experts are talking about how to reach Millennials, people born between 1981 and the year 2000. And they should be. This group is the largest market segment in our society today totaling over 80 million people, surpassing the size of the baby boomers and the GenX groupings. Millennials have careers and money to spend. However, because of the way our society consumes information and data marketing to this group is very different than marketing to the Baby Boomers or even to GenX.

Today’s technology (i.e. tablets and smartphones) quickly links us to our friends around the world. According to data gathered from AD Week, the majority of Millennials own tablets and smartphones and check into their devices on average about 48 times a day.

Millennials tend to reject the traditional marketing paths of the past. You are not going to reach this consumer with a celebrity spokesman on TV or a gimmicky mailing campaign. They tend to reject this sort of marketing message and in turn will ultimately reject your brand. If they do reject your brand, watch out because they will share their feeling socially. In fact, Millennials share more of their brand likes or dislikes than any other consumer group. Social sharing and recommendations from their family, friends, and even anonymous online reviews influence their buying decisions.

So how do you reach this group?

1.    Create a mobile ready website.

There is a more than 68% chance that your website will only be seen from a smart phone, or tablet. Your website should be easy to navigate from a mobile device, or it will render itself useless to an entire generation.

2.    Create a social media strategy.

42% of Millennials log on to Facebook daily, and over 60% follow brands on Facebook. Create a social media strategy that increases your interaction with your target market. Decide what outlets you need to be on and keep at it with a consistent message.

3.    Create authentic interaction and monitor what is being said about your company.

Be real, or at least appear that way by limiting the gimmicks and false claims. Since Millennials trust recommendations more than claims by brands, you need to be well aware of your testimonials and what people are saying about your brand online.

With Millennials, the focus needs to be on technology and creating an authentic, intimate brand experience. Your website has to be mobile ready and easy to use. You have to have a brand presence across all social media channels or your brand risks becoming irrelevant to this large consumer group.

For help making your website mobile ready, social media management, and increasing your word of mouth PR, call Playbook today!

The Importance of Blogging

The Importance of Blogging

sharing-contentAn effective business blog has the potential to result in companies gaining, on average, a 55% increase in traffic.  The more often you post, the more often Google indexes your site.

If you think of your website as your companies store front―windows for the would-be customer to look through to see what you offer―think of your blog as a window to your company’s soul…and personality.  It’s here where you can truly connect with your current and potential customers.  We don’t buy a product or service that we don’t understand or believe in.  How does it work? What does it do for me?  Without the answers to these questions, it’s difficult for a consumer to take action.

A blog gives us the know-how…and the access.  When was the last time you followed through with purchase based on something you read in a magazine?  Did you clip the article and carry it with you to the store?  Probably not.  Blogs are 63% more likely to influence purchase decisions than magazines.

What’s the expression? You can never be too thin or too rich…or have eyelashes that are too long? Add “you can’t have too much content” to the list. Give me more.  If your business has 40+ different landing pages, you’ll generate ten times more leads than the slackers with less than six pages.  And once you get that blog post tally up above 200, you’ll generate three and a half times more leads than those who have less than 21 posts. 200 may seem like a daunting number, but start today and it will be here before you know it.

If Blog CONTENT IS KING, then social media users make up its vast Kingdom.

According to a Forrester report, “Twitterers are the connected of the connected…Twitterers are three times more likely to be Creators (people who create and share content via blog posts and YouTube) as the general US population.”

And what are folks flocking to social media for?  When Twitterers were surveyed about why they follow certain brands, “Interesting Content” came in at number three.

According to Tom Pick at JeffBullas.com, “63% of companies said they had improved their marketing effectiveness, simply by posting blog content on social media channels.”

What are you waiting for?  Curious about QUALITY content marketing?  Contact Playbook Public Relations, LLC today.

 

PR & SEO – A Happy Marriage

PR & SEO – A Happy Marriage

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PR & SEO – A Happy Marriage

First and foremost, PR has changed. Many business owners have a misconception that Public Relations (PR) is only a strategy for large companies, who can afford to spend big money to manage their brand. However, in reality, almost every kind of business needs a PR strategy. Today most of us do online research before we make a purchase. Search engines have leveled the playing field for small and medium size businesses to compete with large companies on a local level. Suddenly small businesses are visible on search engines and engaging with large audiences via their social media sites. The way your brand is represented on-line is modern day PR.

Effective PR strategies have these three components:

1) Brand Alliance – Your online presence represents your business in a way that matches your company’s mission and values.

2) Happy Customer Social Engagement: People are satisfied with their experience with your company and are sharing that message. Are you actively monitoring your social media sites to see how your customers really feel about your brand? This is called Online Reputation Management (ORM).

3) And perhaps most importantly, a Search Engine Optimization (SEO) strategy. Can consumers find you when they search online? If they can’t find you, they WILL find your competition! According to a poll by MarketShareHitsLink.com, over 61% of people use the Internet to research products before their purchase, and 75% of them won’t scroll past the first page of search results.1

So how does a PR campaign help your SEO efforts? Here are 4 reasons PR & SEO have a happy marriage:

1) Press Releases – Share your press release with a wire service and on your social media sites. This kind of sharing will increase traffic to your website and boost your site’s search engine ranking.

2) Blogging and Guest Blogging – Blogs are important because they allow you to share your expertise and become a trusted source of information and because they will help your SEO efforts. It is important to write a keyword-targeted blog on a frequent basis. If you are not a good writer, hire a company like Playbook who can take your ideas and formulate them in a meaningful way. We will also help you develop relationships with other bloggers and key social influencers, which give you the ability to share and expand voice.

3) Social Media Content – An effective social media strategy that produces quality content will help your SEO efforts.

4) Add a Press Section to Your Website – Keep a section on your site that you keep updating with all your press links, and everywhere you have been featured. These links will increase your SEO efforts. Google alert will help you keep track of all your press.

With over 131 billion searches per month on the web2, it is vital you get your company seen on-line. PR & SEO are cost-effective, long-term strategy to increase your visibility online and in the marketplace.

1 Interconnected World: Shopping and Personal Finance, 2012
2 Comscore, January 2010

Sally Dee-Syracuse Sports Hall of Fame

Sally DeeWe are proud to announce that Playbook Public Relations, LLC’s Director, Sally Dee, was inducted into the Syracuse Sports Hall of Fame’s class of 2012 in October of 2012.  Sally’s pre-Playbook Public Relations career was as a professional golfer on the LPGA Tour.  She’s attended Westhill High School and was a star on the links and on the basketball court.  Scoring 1,688 career points and leading her team to the NYS Girl’s Basketball Championship, where she was named the tournament MVP.  Sally also won the NYS Girls Golf State Championship earlier that year.

Collegiately she was a three-time academic All-American at the University of South Florida (USF), and was USF’s Student-Athlete of the Year and two-time Outstanding Scholar-Athlete of the Year.  A cum laude graduate in 1993, Sally was an NCAA Athlete-of-the-Year finalist her senior year.

Among very few Central New York women to become professional tour golfers, Sally played on the LPGA Tour from 1998-2002.  While on the Tour, she competed in the women’s US Open, British Open, and Canadian Open plus the LPGA Championship – all majors.  She had two top 5 finishes, and five top 10’s during her time on tour.  She also won the ReMax World Long Drive crown in 2004 and was a contestant on the Big Break X in 2008.

A graduate assistant women’s golf coach at USF from 2009-2011, Sally earned her MBA last year…and oh yes, the Syracusan-turned-Floridian was summa cum laude.

The eight-member inductees include Sally Dee, along with Pat Donnelly, Dick Easterly, John Johnstone, Bob Kallfelz, Brad Kotz, Beezie Madden, and Royce Newell.  You can read more about the other inductees here.

http://blog.syracuse.com/sports/2012/06/greater_syracuse_sports_hall_o_1.html

This brings the total number of GSS Hall of Fame members to 198.  The first ceremony was held in 1987.

Congrats, Sally!  What an honor.  We are so proud to have you as part of Playbook’s Team!

 

Social Media Tip- #SharetheGood

Social Media Tip #SharetheGood

#SharetheGood

Social Media Tip – #SharetheGood

Social media can get a bad rap. We blame social media for the declining social skills of our children, for keeping people plugged into their computers for hours of their free time and a whole slew of other problems that could be caused by the advent of social media.

But it can also be a tool for a whole range of positive things. Within minutes, people can connect to their family and friends that are continents away to share photos and stories of their lives. People share their favorite experiences, their favorite quotes, their accomplishments and their dreams.

This sharing of the “good” has given rise to what BlogSpot terms, Human to Human Marketing. Companies that use Human to Human Marketing make their messaging and images personal, conversational, and inspiring. This approach often creates consumers that feel more brand loyalty and “closer” to these brands.

Can a brand be your “friend”? On social media, it can. Your brand message can show up in their timeline right next to their best friend getting married and photos of their cousin’s new baby. Making sure your images and photos have the Human approach ensures that you get noticed and remembered.

Consider adding this approach to your marketing strategy this year, especially the social media plan. You can still sell your products with adding in a call-to-action in these posts. The call-to-action could be growing your email list, a targeted offer or direction to your website for increased traffic.

If you are ready to create a Human to Human Marketing plan, we can help, contact us today!

Digital Marketing Firm

Playbook Public Relations, LLC – The Premier Digital Marketing Firm

It’s been a wild ride this week for Facebook (FB).   The company’s IPO had Wall Street and investors buzzing.  On May 15th (two days before the before IPO) General Motors (GM) the largest auto manufacturer in the world, announced that it would no longer spend advertising dollars on Facebook’s paid advertising.  The reason?  GM’s marketing department believes that Facebook advertising does not work.   Last year GM’s marketing team spent $10 million dollars on Facebook’s paid advertising.  Was this an ominous foreboding for Facebook?  Since the initial IPO on May 18th FB shares have plummeted by 19%.

However, it should be noted that marketing industry insiders question the timing of GM’s announcement.  Apparently, a few months ago Facebook representatives criticized GM’s marketing department for allowing multiple marketing firms to manage their Facebook advertising.   This suggests that GM’s marketing department intentionally withheld its decision to announce its departure from Facebook’s paid advertising.

GM still believes in digital advertising, and it will remain a part of GM’s overall marketing strategy.  In fact, GM’s marketing department spent $300 million on digital advertising in 2011.  GM will continue to promote its brands on the company’s various Facebook Fan pages.  The $10 million spent on Facebook paid ads is a drop in the bucket for GM but a blow to the effectiveness of Facebook’s paid advertising reputation.

Facebook’s paid ads appear on the right side of the page.  Every time a user navigates to a new page different two things can happen:  one, different ads appear or two, the same ads follows the end user.  Facebook ads are targeted based on the demographic information provided by user’s profile.

Team Playbook combines decades of advertising experience  with the latest trends in new media marketing and digital solutions. See why our people make the difference.

We look forward to creating a Playbook for your business!

 



Client News: Playbook creates flyer for Joyful Dating

Joyful Dating

Starting your own business is hard work. Partner with us and we can help you with branding, positioning, SEO, PR and marketing materials. We created this flyer for the relationship coaching service, Joyful Dating. It has helped to attract new clients in search of help in their dating experiences.

The Importance of Branding

The Importance of Branding

brand-building“Fundamentally, it’s not just about content. It’s about identity, relationships, and content,” said by Amit Singhal, vice president at Google. Branding is about intertwining these three ideas into one grand design to attract consumers. Companies use logos as an identifiable trait to help define a company. A company’s brand is the body and soul of a business.

Branding is vital to the survival and success of a business because it must be relevant with culture and cater to our society. Customers are attracted to a brand’s value and consistency, which creates customer loyalty with the brand. Not only do they respect and love their favorite brands, they also tell their friends. According to Nielsen, 92 percent of people trust recommendations from their peers and family more than other type of marketing. When a brand is well loved the company will continue to flourish because of their exceptional branding strategies.

As the world continues to evolve to a computer generated, paperless society consumers tend to pay more attention to branding when it’s placed in a social media standpoint. Not only is it easy, but it’s also the most effective method to get their brands superiority and information to the general public. Many consumers do their research before they commit to any particular brand, and they do that through blogs and sites such as Facebook and Twitter. When branding embraces their consumers they gain more than just capital they gain maximum potential for their company.

The Power of a Friendly Brand

The Power of a Friendly Brand

In the past an authoritative voice had the power to drive sales. Those of us above 35 all remember  “4 out of 5 dentists recommend Trident for patients that chew gum.” The advent and popularization of social media sites like Facebook, Twitter, YouTube, and Instagram have changed the way companies communicate their brand message. Now, the most successful brands are the ones who get “friendly” with their audience. Consumers want to see photos of the faces behind the brands, they want stories that inspire, and they want brands that give back. If you aren’t communicating in this way, you are probably losing out on a large part of your market share.  Here are 5 tips on how to get friendlier with your customers and future customers:

1.  Have a plan

You need to devise a comprehensive marketing and public relations strategy. Plan out your goals, how you want the company voice to feel and sound, and who are the faces of the brand.

2.  Use social media

There are so many social media avenues available to reach customers in a seemingly one-on-one manner. Decide on which ones best suit your company needs and then go for them full-force. Don’t spread yourself too thin and then not monitor or interact on those avenues or you will lose the value of your efforts.

3.  Encourage earned media

Studies show that people value “earned media” as much as paid media and see this as real. Have people like your message, share, post, rate, etc.

4.  Form mutually beneficial partnerships

Align yourself with strategic business alliances. These alliances can help you get your product in front of new audiences and will help you look like you are a community friendly company.

5.  Keep interacting

This is an on-going relationship with your audience. While you might revise the marketing plan to keep it fresh, consistency is the key. We suggest having an in-house staff member dedicated to interactions and public relations or hire it out (often the more cost-effective option). But make sure, you have eyes and ears out there daily.

Make your brand’s PR and marketing goal for the year very clear: Get real and get friendly. If you consciously make your company’s brand approachable, the viral impact will be well worth the effort it takes.

Let up create a Playbook for your Business!

Mobile Marketing to a Social World

Mobile Marketing to a Social World

[quote align=”center” color=”#999999″]“Social media sparks a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.” -Brian Solis[/quote]

social media

Mobile Marketing & Social Media

2013 was a turning point for mobile marketing. Instead of setting up laptops and surfing the net at home or at their local coffee shops, people just took their phone out of their pocket. In fact, information is now literally at your fingertips. In 2013, mobile device searches and Internet usage surpassed traditional computer and laptop usage. And this trend shows no sign of stopping. Americans of all ages are on the go and love filling their lunch breaks, and other spare moments with access to information. In fact, my 84-year old mother ditched her laptop in 2013 for the convenient and easy to use iPad.

Successful marketing comes down to how quickly marketers can engage their target audience about their company’s brand, service or product. In our 24/7-connected world, it a safe bet that your target audience is on some sort of a mobile device (smartphone, iPad, etc.), so social media is both an effective and an essential way to grow your company’s brand.

A great example of perfectly timed, relevant marketing was Oreo’s marketing strategy during last year’s Super Bowl. During the 35 minute blackout, Oreo engaged the large number of people using Twitter and Facebook with thousands of retweets and likes pertaining to the game. They also posted a clever and timely photo captioned, “You can still dunk in the dark.” Short and sweet, the photo and caption created attention by going viral in a matter of minutes.

So how did the marketing team at Oreo do it? They were prepared for the big event with a social media team of 15 people that were ready to respond to whatever was happening during the Super Bowl in real time. This kind of foresight and planning is how you can use the social media platforms to make a lasting impact long after your campaign has ended.

The landscape of marketing has changed with:

1. The Growth of Twitter

Not only is it a helpful tool to promote a company’s brand, but Twitter also persuades consumers to interact, giving marketers an incredible word of mouth platform. With Twitter’s smaller character count, people on the go get their information quickly and straight to the point. Twitter is the champion of hashtags, which gets the internet talking about brands with people from all over the world.

2. Facebook Goes Visual

There are millions of Facebook users that don’t visit the social media site from a computer. Instead, people are accessing Facebook from their mobile device are. These people are not taking the time to read a lengthy post. They are on the go and are most reached through visuals. Also, Facebook mobile generates 30% of the total Facebook revenue from their ads.

Social media is not just for teenaged audiences anymore, it reaches all demographics. It’s continuing to grow, so businesses should put time and effort into their social media. It could be looked back upon as the greatest movement in the realm of business marketing.

Contact Us Today & Start Your Campaign